How ChatGPT Describes Brands
Patterns we've observed in how AI describes and recommends brands
What We've Observed
Through our work with clients and ongoing monitoring of AI responses, we've identified consistent patterns in how ChatGPT, Claude, and Gemini describe and recommend brands.
Visibility Isn't Guaranteed
Many established brands are not mentioned when users ask for category recommendations—even brands with strong SEO presence can be invisible in AI responses.
Sentiment Matters
Brands described with positive sentiment tend to be recommended more frequently, even when competitors have similar features.
Inaccuracies Are Common
AI often provides outdated information, wrong feature sets, or inaccurate positioning statements about brands.
Context is Everything
The same brand is described differently depending on prompt context, user intent, and conversational flow.
Key Findings
1. Traditional SEO Doesn't Predict AI Visibility
We found zero correlation between Google ranking and ChatGPT mention rate. Brands ranking #1 on Google were sometimes completely absent from AI responses.
2. Recency Bias is Real
AI models favor recently published content. Brands with active blogs, press releases, and social presence were described with more current information.
3. Authority Sources Dominate
AI models heavily weight authoritative sources like Wikipedia, major publications, and verified platforms. Having strong coverage on these sources dramatically improved visibility.
4. Differentiation Gets Lost
AI tends to lump similar brands together using generic descriptors. Unique positioning statements were often smoothed out into category-level descriptions.
See How AI Describes Your Brand
Don't guess—know exactly how ChatGPT, Claude, and other AI models are describing your brand right now.